Ever clicked on a word or phrase in an article that magically whisked you to another page? That’s anchor text, the visible, clickable text in a hyperlink.In other words, anchor text is like a little signpost describing the destination. In 2025, anchor text remains crucial. Get it right and you can boost your rankings; get it wrong and you risk confusing both readers and Google. SEO expert Neil Patel even reminds us that a more “intelligent, complex algorithm” is now at work, so every detail like anchor words counts toward authority and user experience.
What Is Anchor Text and Why Does It Matter in SEO?
Anchor text is simply the clickable words or phrase in a link (the part users see and click on). For example, in <a href=”https://example.com”>best digital cameras</a>, the phrase “best digital cameras” is the anchor text. Google’s guidelines note that good anchor text is descriptive and concise, giving context about the linked page.In practice, search engines use anchor text as a contextual clue: if many sites link to a page with anchors like “blue widgets,” Google infers that page is about blue widgets. In fact, Google’s original research confirms that anchor text helps identify page content. One seminal example from Google’s patent indicates linking with the phrase “dog biscuits” signals strongly that the target page is about dog biscuits.
However, anchor text is a double-edged sword. In the early days of SEO, keyword-stuffed anchors could skyrocket rankings, but that era is over. Google’s Penguin update and subsequent spam filters now punish manipulative linking. Sites that used exact-match anchors in bulk often saw their rankings plummet. Today, context matters. Instead of gaming anchors, focus on clarity and relevance: does this anchor give readers a clear idea of the destination? If your anchors feel forced or purely keyword-driven, Google will view them as spam. In short, anchor text should help users navigate, while also providing meaningful context to search crawlers.
How Does Anchor Text Work and What Types Exist?
Anchor text essentially acts as a mini-summary of the linked page. It’s like the title of a chapter in a book, hinting at what’s inside. Search engines give it weight when evaluating relevance. The main types of anchor text include:
Exact-match:
The anchor is exactly the target keyword or phrase (e.g. “buy running shoes” linking to a running shoes page) This makes the intent crystal clear, but overuse looks unnatural.
Partial-match (Phrase-match):
The anchor contains a variation of the keyword (e.g. “best shoes for running” or “running shoe reviews”) . This signals relevance without being identical to the keyword phrase.
Branded:
The anchor uses a brand or company name (e.g. linking “Nike official store” to Nike’s site). Google often expects a high percentage of your backlinks to be branded, as it signals authority. One SEO guide notes Google “expects branded anchors to be the most frequently used anchor text linking to your site” reflecting that trusted brands are commonly cited by name.
Naked URL:
The raw URL is used as the link (e.g. https://www.example.com as the clickable text). This is neutral and straightforward, showing the exact link destination without extra words.
Generic:
Vague words like “click here,” “learn more,” or “this article” These give no context. Google explicitly flags these as bad practice they don’t help users or crawlers understand the link’s content (For example, \<a href=”…”>Click here</a> is a too generic anchor) Avoid using only generic CTAs without describing the destination.
Image Anchors:
When an image is clickable, the alt text of the image serves as the anchor text. For instance, <a href=”store.html”><img src=”camera.jpg” alt=”DSLR camera review”></a> treats “DSLR camera review” as the anchor text. Always include descriptive alt text, because Google will use that to understand the image link.
Using a natural mix of these types is key. If all your backlinks use exact-match keywords, Google will notice the pattern. SEO specialists now recommend a varied profile plenty of branded and naked-link anchors with some keyword-rich anchors sprinkled in. This way, your exact-match anchors stand out without dominating the profile.
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Anchor Text Optimization Best Practices for 2025
Optimizing anchor text in 2025 is about balance and user-focus. Here are the top best practices:
- Write Naturally (Users First): Always prioritize readability. Anchor text should flow smoothly in the sentence. Google advises writers to “write as naturally as possible” and resist cramming in keywords. If an anchor feels forced or out of place, revise it. It must make sense in context. (Tip: Read only the anchor text in isolation. If it doesn’t clearly suggest the link’s content, rewrite it.
- Diversify Anchor Types: Use a variety of anchors branded, partial-match, generic, and naked URLs rather than repeating the same phrase. For example, in one article you might link a page by its product name (exact match), another by brand name, and others with neutral text like “our guide.” This diversity makes your link profile look organic and reduces spam signals.
- Match User Intent and Relevance: Ensure the anchor text accurately reflects the linked page’s topic. Don’t bait-and-switch; the anchor must promise what the page delivers. Google’s guidelines emphasize that good anchor text is “relevant to the page it links to”. If your page is about DSLR camera reviews, don’t use an unrelated anchor like “cheap electronics.” Align the wording with user intent and the page content.
- Avoid Exact-Match Overuse: Using your target keyword as anchor is fine occasionally, but avoid over-optimization. Google’s 2025 link spam updates specifically warn against “overuse of exact match anchors,” calling it a red flag. Instead, limit exact-match anchors to a small fraction and rely more on partial matches and branded anchors for safety.
- Think Contextual: The words surrounding a link matter too. Place anchors within relevant, helpful sentences. Avoid clustering many links together; Google recommends spacing them with descriptive text so each anchor can be understood in context. This improves both UX and crawlability.
- Use Internal Anchors Wisely: In long articles, use jump-links (anchors to sections within the same page) to help users navigate. For example, a table of contents with clickable headings (“<a href=’#section1′>Section 1</a>”) lets readers jump ahead. Such internal anchors “improve the user experience” by making information easier to find, which Google values.
- Audit Your Anchor Profile: Regularly review your site’s backlinks to ensure a healthy anchor mix. Tools like Ahrefs, SEMrush, and Moz offer anchor/text reports. Google’s spam updates encourage ongoing link audits: use these tools to check for an unnatural number of keyword anchors or spammy patterns. If needed, disavow or remove overly-optimized backlinks to protect your site.
Emphasize Quality Over Quantity: There’s no magic number of anchors per page. Instead of stuffing dozens of links, include only helpful, relevant ones. Google warns against “overusing internal links” and stuffing links for its own sake. A few well-placed, descriptive anchors are far better than many generic ones. Always ask: does this link help the reader? If yes, include it; if not, skip it.
(Tip: Read only the anchor text in isolation. If it doesn’t clearly suggest the link’s content, rewrite it. This approach is especially important when linking to SEO services or other professional resources, where clarity builds trust.)
Anchor Text in HTML: What’s the Big Deal?
Under the hood, anchor text is just part of the HTML for a link. For example:
<a href=”https://www.example.com”>Awesome SEO Blog</a>
In this snippet, “Awesome SEO Blog” is the anchor text. The browser (and user) sees “Awesome SEO Blog” as a clickable link, and the href attribute points to the URL. Most websites use content management tools where you simply highlight text and insert a link; the system automatically wraps it in an <a> tag. You generally don’t need to code these manually, but it helps to know what happens behind the scenes.
One important note: for image links, the anchor text comes from the image’s alt attribute, because images themselves have no text. For example, <a href=”/product”><img src=”camera.jpg” alt=”DSLR camera review”></a> tells Google that the anchor text is “DSLR camera review.” So always include meaningful alt text on linked images.
In short, the HTML for anchor text is simple, but its impact isn’t. Just remember: whatever text you put between <a> and </a> is the phrase Google reads as the anchor. Choose that text carefully to be both user-friendly and SEO-relevant.
Real-Life Examples: Good vs. Bad Anchor Use
Practical examples make the difference clear:
- Bad Example: Click here to see our camera collection.
Why it’s bad: The anchor “Click here” is generic and doesn’t tell users (or Google) anything about the destination. It’s meaningless out of context. If someone skimmed the page, they wouldn’t know what “Click here” refers to.
- Good Example: Check out our **detailed DSLR camera comparison guide**.
Why it’s good: The anchor text “detailed DSLR camera comparison guide” explicitly describes the linked page’s content. It’s natural in the sentence and contains keywords users would expect for that topic. Google’s guidelines show exactly this kind of phrase-driven link (“list of cheese types,” for example) as a model of good anchor use.
Another pair of examples:
- Bad: Visit our homepage for more info. (anchor = “homepage”)
- Good: Visit the **Acme Corp homepage** for more info. (anchor = “Acme Corp homepage”)
Here, adding the brand “Acme Corp” in the anchor makes the link descriptive and builds trust. In general, aim for anchors that can stand alone and still make sense, as Google suggests. If you just saw the anchor by itself, you should know where it goes.
Comparison: Then vs. Now
To highlight how anchor text SEO has evolved, consider this quick comparison:
Factor | Old SEO (Pre-Penguin) | SEO in 2025 |
Keyword Stuffing | Encouraged | Heavily penalized |
Generic Anchors | Common (“click here”) | Strongly discouraged |
Relevance of Anchor | Optional or ignored | Strictly require |
User Experience Focus | Low priority | High priority |
Anchor/Text Audit Tools | Rarely used | Essential |
In the past, SEO practitioners often stuffed exact keywords into every link and used vague anchors like “click here” without consequence. Google’s Penguin and Link Spam updates have flipped the script. Today, every anchor must be relevant and user-friendly. Google explicitly states anchors should be descriptive and relevant to both the linking and linked page. Meanwhile, modern SEO relies on data: running your site through tools like Ahrefs or SEMrush is now considered essential to spot overly-optimized anchors or spammy link patterns. In short, the focus has shifted from gaming the system to improving user experience and quality.
FAQs About Anchor Text
Q1:How many anchor links should a page have?
There’s no one-size-fits-all number. Instead, use only as many as are helpful. A page should link to other content when it truly adds value. Google advises against chaining dozens of links together too many can confuse users and dilute context . Focus on a few well-chosen, relevant links rather than quantity. Quality always wins over quantity.
Q2: Can images have anchor text?
Yes. When an image is clickable (wrapped in an <a> tag), Google uses the image’s alt text as the anchor text.. So if you link an image, fill out its alt attribute with a useful description. For example, <a href=”review.html”><img src=”widget.jpg” alt=”Widget 3000 review”></a> treats “Widget 3000 review” as the anchor text. Omit alt or leave it empty, and Google gets no context from that link.
Q3:Do branded anchors help SEO?
Absolutely. Branded anchors (using your company or product name) are safe and beneficial. In fact, Google expects that natural link profiles will have mostly branded anchors. A strong brand will have many websites linking to it by name, which sends trust signals to Google. Using branded anchors builds authority and legitimacy. For example, linking with “Acme Corp blog” or “The Acme Newsroom” is both user-friendly and signals credibility.
Q4:How do I check my site’s anchors?
Use an SEO audit or backlink tool. Platforms like Ahrefs, SEMrush, and Moz offer anchor text reports. For instance, Ahrefs’ Site Explorer has an “Anchors” report that lists all anchor text pointing to your site (or any URL).. SEMrush’s Backlink Analytics and Google Search Console’s link reports can also show anchor distributions. These tools help you see the diversity of your anchors and spot any over-optimization. Regular audits (using Ahrefs, SEMrush, etc.) are now considered essential for healthy SEO.
Conclusion
Anchor text may be a small part of a webpage’s code, but it’s a mighty SEO signal. As Google puts it, good anchor text helps people and crawlers make sense of your links. In 2025, follow these key rules:
- Vary your anchor types: mix branded, partial-match, generic, and naked URLs to stay natural.
- Ensure each anchor matches the linked page’s content and intent, so users get exactly what they expect.
- Avoid over-optimization: don’t cram keywords into every link. A sprinkle of exact-match anchors among many others is fine.
- Regularly audit your links with tools (Ahrefs, SEMrush, etc.) to keep anchor distribution healthy.
- Remember the user: good anchors improve navigation and context for readers.
In SEO, the details matter. By mastering anchor text, choosing the right words, types, and balance you’ll build both better links and a stronger ranking profile in 2025 and beyond.
- Use descriptive, concise anchors that fit the sentence naturally.